the co-produced future haven’t seen anything yet. innovation and product development needs greater...
TRANSCRIPT
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The Co-Produced Future
• Haven’t seen anything yet.
• Innovation and product development needs greater involvement by customers (Wind, Mahajan, Gunter, 2001)
• Open systems lead to more innovation than closed architectures (for software or high-tech design and functionality) (see Von Hippel, 1988)
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Communities and Valueon the
Internet: Does it exist?
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The Struggle of the Online Community Sector
• Overall, communities are not the killer app people had hoped for.
• But, a number of specific niches show strong revenues, credible earnings, and a promising future.
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The Classic Dream:
• "online community" as a place where thousands or millions of users would discuss issues of importance (or triviality).
• These gathering places would prove economically potent through a combination of advertising, subscriber fees, e-commerce, and other sources of revenue.
• Unfortunately, this vision didn't play out.
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The Problems:
• Advertising:
– companies are reluctant to advertise on pages with "user generated content“
– users in online communities interact with advertising less than users of content or transaction parts of sites.
We can hypothesize why this is, but we certainly see it as an empirical fact.
Advertisers know that online communities haven't proven to be a compelling target for their campaigns.
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• Subscriber Fees: – Online community sites have struggled to
generate substantial subscriber income.• Users don't want to pay simply to talk. • subscriber fees dampen traffic, community
dynamics suffer.
• Bottom Line: many communities will never be economically viable.
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Success Stories?
1) Search Communities: • Classmates.com: annual revenue of $30 million• Match.com: annual revenue in tens of millions • Monster.com: annual revenue in the hundreds of
millions.
• Not just a place to chat
• Network effects!
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• Trading Communities: – eBay: $600 million in revenue, $18 billion
market cap. – exp.com and keen.com show promising
revenue growth.
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• Education Communities: – Online education is booming.
• SmartForce: revenues in the hundreds of millions.• University of Phoenix: annual revenues over a
hundred million dollars.
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• Subscriber-based Communities: – most online communities have struggled
mightily – a few very large sites are showing some
encouraging signs. • Ezboard: subscriber fees per month in the $million
range. • Salon.com talks of early success.
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• CRM Communities: – Corporations spend billions of dollars annually on
Customer Relationship Management (CRM) programs.
• efforts involve message boards, Q&A areas, etc. • online community companies: PeopleLink, CenterWheel,
Prospero and others have reoriented strongly in this direction.
• Maybe there is promise but there has yet to be overwhelming evidence that corporations are willing to spend significantly for online community services within this niche.
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PeopleCriteriaPeopleCriteria
Membership is a conscious choice
Member base has achieved critical mass and sustainability
Members feel a great sense of trust
Technology Criteria
Technology Criteria
Efficiency in interaction is maximized
The community is easily navigable
ProcessCriteria
ProcessCriteria
Members agree on communication formats
Roles are established, not imposed.
Community activities kept on track
CultureCriteriaCultureCriteria
A spirit of participation and feedback is clearly cultivated
A sense of affiliation is achieved through ownership of equity in the community
What are the criteria for defining online community?
Community Definition and Criteria
A set of interwoven relationships built upon shared interests, which satisfies members’ needs otherwise unattainable individually
What is community?
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IndividualizationIndividualization InteractivityInteractivity
Less accountability Punishing an individual’s inappropriate behavior becomes more difficult on the Internet.
More anonymity User identity can be easily disguised by logging on with aliases.
Convenience Communication and resource sharing can take place anytime.
Reach Elimination of geographical boundaries allows for the creation of both large and effective communities.
Individualization and Interactivity Affecting Online Community
Individualization and interactivity are at the core of relationships, and hence community
Online CommunityOnline Community
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Shared Interests in Information
Shared Interests in Information
Shared Interests Arising out of
CommonalityShared Interests Arising out of
Commonality
Members’ primary interest is the sharing of information. Examples include:
Motley Fool
LastFM
Community members share a common attribute or characteristic. Examples include:
neopets.com (kids)
Physicians’ Online (doctors)
Marketingprofs.com
Shared Interests in ActivityShared Interests in Activity
Shared activities forms the main glue in these communities. Examples include:
eBay
There.com
Limwire
LastFM
The Foundations of Community
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Open CommunitiesOpen Communities Closed CommunitiesClosed CommunitiesClosed CommunitiesClosed Communities
Membership policy: Open to all regardless of
individual profile
Used typically for: Communities based on a more
general and highly accessible topic of interest
Examples: Yahoo.com Craigslist.com Motley Fool.com Healthyplace.com
Membership policy: Outsiders generally not allowed
inside community Members must fit specific
qualifications
Used typically for: Extranets or intranets between
well-known parties and sources, dealing with highly specific and / or sensitive data exchange
Examples: Corporate intranets or extranets
(e.g., Ford Motor Company and its suppliers)
Physicians Online
Open vs. Closed Communities
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Transfer of Value Triangle (see Zwick and Dholakia, 2004)
User to Administrator:Examples of Types of Value Created and Shared
Community subscription fees Content fees Fees to engage in an activity
(e.g., online video-game participation)
Commission fees (e.g., for goods sold through the community)
Increased value for selling online advertising space
User to User:Examples of Types of Value Created and Shared
User-generated content (e.g., information, opinions, advice)
Distribution of digitizeable goods (e.g., MP3s, shareware)
Relationships / support / conversation
Administrator to User:Examples of Types of Value Created and Shared
Administrator-generated content / proprietary content (e.g., articles, editorials)
Mailing lists Newsletters Webcasts (e.g., of guest speakers) Supervised chats (e.g., chats
featuring guest Q&A) Offline events (e.g., parties for
members within geographic proximity)
Rewards points (e.g., to use on goods or services traded within the community)
Transfer of Value in Communities
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The Membership Life Cycle
©Wired 2002
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DissolutionAwareness Exploration /Expansion
Commitment
Level ofIntensity
Intensity Patterns During the Four Relationship Stages
Visitors
Novices
Regulars
Leaders
Elders
Time
Relationship Stages
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Community Building Strategy
Community Level
Nascent Formative Mature
General Strategy and Operational Objectives
Attract users by creating administrator-user value, promote administrator-generated content
Seek feedback to determine where the community is going
Foment relationships and vibrant discussion within only a small number of community groups
Leverage increasing size to create user-to-user value and promote user-generated content
Explore different processes of communication (asynchronous vs. real time, or both)
Establish roles for members (volunteers, e.g., watchpeople, guides, supervisors)
Allow for further segmentation of discussion topics
solidifying branding
Leverage size to increase user-administrator value (e.g., advertising)
Further develop community leaders / caretakers of the community to create sustainability
Incorporate offline events / marketing to further solidify community relationships, activities and community presence
Marketing Objectives
Increase member base Get the word out Use content to attract
members
Refine community vision (as defined by members)
Generate equity for members within community
Monetize the community Establish solid brand and
clear mission Establish community
presence
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Value Types
Look at Value System to
Discover New Business
Opportunities
Liberate Trapped
Value
Introduce New-to-the-World Value
Create More Efficient Markets
Enable Ease of Access
Customize Offerings
Extend Reach and Access
Create More Efficient Systems
Disrupt Current Pricing Power
Build Community
Enable Collaboration
• ebay.com (furniture, etc)• Covisint (eBusiness Portal)
• www.Guru.com (Labor market)
• Ofoto.com• FedEx
• forsalebyowners.com• Priceline.com
• MyYahoo, My NYTimes• Amazon personalized page
• Keen.com (Advertise yourself)• blogs
• planetout.com• Epinions.com
• Buzzsaw.com
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Community Value: Three Examples!
• Craigslist.com (shared activity)
• PlanetOut.com (shared commonality)
• LastFM.com (shared information)